By ANURADHA RAMAMIRTHAM
Indiantelevision.com Team

(1 October 2009 2:40 pm)

MUMBAI:Sony Entertainment Television (Set) is investing close to Rs 50 million to market and promote its soon-to-launch big ticket show, Bayttaab Dil Kee Tamanna Hai.

Produced by Balaji Telefilms, the soap will air on Sony from 6 October, replacing Entertainment Ke Liye Aur Bhi Kuch Karega.

Says Set marketing head Danish Khan, "We have booked 5000 TV spots across television channels of various genres. We have also booked spots during the ICC Champions Trophy to gain maximum visibility." He, however, declines to comment on how much Sony would be spending towards marketing the show.

While television remains the preferred medium to build the show's brand and awareness proposition, Set will also exploit other media platforms like radio, digital and outdoor to support the brand-building process.

As part of its radio promotion activity, the channel has tied up with 40 radio stations across India and has booked 3500 radio spots for the same.

Outdoor media, meanwhile, will be utilised to promote the property in 20 cities. "There are 900 hoardings that have been put across the country. In Mumbai, we are using around 100 hoardings and 200 Best bus backs for promoting the show. We have also branded Andheri railway station for creating awareness," adds Khan.

It is pertinent to note here that acting as the driver property for the channel, Bayttaab Dil... will help Sony funnel audiences to the 10.30 pm band that will feature another Balaji fiction, Pyaar Ka Bandhan. The show will hit the television screens on 7 October.

While Bayttaab Dil... will be telecast from Monday-Thursday at 10 pm, Pyaar Ka Bandhan will telecast from Monday-Thursday at 10.30 pm.